soon customers were asking for more of the BRAND VALUES
powder. The scented talc was soon being sold as At Johnson & Johnson there
MARKET
Johnson & Johnson, through its operating
companies, is the world’s most comprehensive
and broadly based manufacturer of health
care products, as well as a provider of related
services, for the consumer, pharmaceutical, and
medical devices and diagnostics markets. The
more than 230 Johnson & Johnson operating
companies employ approximately 115,600 men
and women in 57 countries and sell products
throughout the world.
The fundamental objective of Johnson & Johnson
is to provide scientifically sound, high quality
products and services to help heal, cure disease and
improve the quality of life. This is a goal that began
with the Company’s founding in 1886.
The baby care market is a particularly
fast moving one. In order to be successful,
manufacturers must constantly keep pace with an
increasingly mobile population, shifting
lifestyles and growing health awareness.
They must accommodate advances
in medical understanding and new
technology which lead to steady
product development and in
recent years they have had to
combat growing competition
from retailer’s own brand rivals,
counterfeit and cheap brands
that imitate the original.
62
JOHNSON’S® Baby Powder, which remains one is no mission statement that
of the most recognised and trusted products hangs on the wall. Instead, for
in the world. This led to the introduction of a more than 60 years, a simple,
number of other baby products, and a series one-page document written
of advertisements proclaimed the new line of in 1943 by Robert Wood
products, “Best for your baby, best for you.” Johnson – Our Credo – has
guided their actions in fulfilling
PRODUCT their responsibilities to their
In the beginning there was Johnson’s Baby customers, their employees,
powder. The success of this however led to the community and their
a wide range of other babycare stockholders. Their worldwide
products being launched. Products Family of Companies shares
In the Middle East the Arab and Asian mothers surgical dressings are classified according to the this value system in 36
share some differences and some similarities from a factory in mother’s babycare regimes: pre languages spreading across
when compared to their western counterparts. New Brunswick, New bathing, bathing, post bathing, Africa, Asia/Pacific, Eastern
The Arab mothers tend to have many children, Jersey. The brothers’ care and protect, out and about Europe, Europe, Latin
are more traditional, are more indulgent, take first products were etc. and range from lotions to America, Middle East and
care of the children at home either themselves improved medical nursing pads. North America.
or through maids and looking plasters containing Our Credo
after children is not seen medicinal RECENT We believe our first
as the sole purpose of compounds DEVELOPMENTS responsibility is to the
existence. The Asian mixed in Johnson’s baby is doctors, nurses and patients, to mothers When we operate according to these
mothers, who are adhesive. Then committed to constant and fathers and all others who use our principles, the stockholders should realise
present in large numbers a revolutionary product development and products and services. a fair return.
as expatriates in the surgical dressing innovation throughout In meeting their needs everything we Johnson’s is dedicated to making baby skin
Middle East, have fewer was quickly its products’ preparation, do must be of high quality. and haircare products of the highest quality.
children, are a mix of both developed and packaging and design. We must constantly strive to The core mild and gentle qualities of the brand
traditional and modern placed on the Some examples include the reduce our costs in order to maintain have stayed constant over the decades. More
and children seem to be Bedtime Bath, Softwash and reasonable prices. Customers’ recent product launches, product innovations
their focus of existence. Softlotion, oil gel and spray, orders must be serviced promptly and packaging redesigns reflect
But all mothers, no Top To Toe wash, Skincare and accurately. the demands of today’s
matter where they are, and Extracare wipes, Our suppliers and distributors must consumers. For many years
are becoming more Johnson’s Junior range for have an opportunity to make a fair profit. the company’s positioning
and more educated toddlers and many others. We are responsible to our employees, in the marketplace has
and seeking information the men and women who work with us been: “Best for baby, best
about the products they PROMOTION throughout the world. for you”. This is still the case
use on their babies. They By the mid sixties Baby Everyone must be considered as an today as products continue to
all want the products to be Powder advertising in the US began to focus on individual. We must respect their dignity and be developed for the youngest
hypoallergenic and mild and market. the profound emotional bond between mother recognise their merit. member of the family upwards,
prefer to use brands they Recognising and new-born child – a theme which continues They must have a sense of security in with many grown-ups valuing
trust. They are very receptive to the critical need for improved antiseptic in today’s advertising. A typical execution their jobs. Compensation must be fair and the mild and gentle properties of
quality branding. surgical procedures, the Company designed a featured the image of a small child kissing his adequate,and working conditions clean, the trusted brand. Other slogans
soft, absorbent cotton and gauze dressing that mother, accompanied by the words: “ Your touch orderly and safe. that also portray the brands values
ACHIEVEMENTS could be mass produced and shipped in quantity tells him everything. That’s why we make our We must be mindful of ways to help our include: “From the day you were
Since the introduction of the to hospitals and every crossroads physician baby powder so pure and soft and soothing. It employees fulfill their family responsibilities. born” and “The most trusted name in
brand, more than 100 years and druggist. They soon diversified into a range feels like love.” Employees must feel free to make baby care.”
ago, Johnson’s baby has prided of other medical products including ‘kola’ Johnson’s baby invests heavily in quality suggestions and complaints.
itself on the quality, safety and preparations for the relief of nausea. television and press advertising, point of There must be equal opportunity for www.johnsonsbaby.com
trustworthiness of its products. The development of the first ready-made, sale material, educational literature and employment, development and advancement for
Today, and for many years, ready-to-use surgical dressings by Johnson & product sampling. those qualified.
Johnson’s baby is top of mind for Johnson in the mid-1880s marked not only the We must provide competent management and Things you didn’t know about
mothers and is considered the birth of a company, but also the first their actions must be just and ethical. Johnson’s® baby
pre-eminent brand leader for baby practical application of the theory of We are responsible to the communities
toiletries. Today its products are antiseptic wound treatment. A new in which we live and work and to the world Johnson’s® baby skincare wipes are enriched with
the most used baby products in product, based on a new surgical community as well. baby lotion on embossed SOFTWAVETM fabric
hospitals. Several of its products concept, led to a dramatic We must be good citizens – support for best ever softness. They are excellent for
have won awards in the UK, reduction in the threat good works and charities and bear our fair cleaning the nappy area and consumers’ vote of
confidence has resulted in share growth over the
USA and other countries of infection and disease, share of taxes.
recent years and consequent market leadership.
and continue to win even which claimed an appalling We must encourage civic improvements and
today. Johnson’s bedtime number of postoperative better health and education. New Johnson’s® baby softlotion Extracare is enriched
range of products is a recent victims. We must maintain in good order the with caring baby oil to leave skin perfectly baby
example. Other products In response to a property we are privileged to use, protecting the soft all day long – and no greasy after feel. This
innovation provides skin with 24 hour softness.
that have won awards doctor’s complaints of environment and natural resources.
include the Johnson’s baby patient skin irritation Our final responsibility is to our stockholders. The new Johnson’s® baby soaps with natural ingredients
Skincare wipes and the Nappy caused by the Business must make a sound profit. are the only soaps with baby lotion and promise
rash cream. Company’s plasters, We must experiment with new ideas. baby soft skin to both mothers and babies.
they sent the patient Research must be carried on, innovative Johnson’s® baby brand image in Middle East is among
HISTORY a container of Italian programs developed and mistakes paid for. the strongest they have across the world.
The Johnson brothers – talc to soothe the skin. New equipment must be purchased, new Johnson’s baby was ranked number one in
Robert Wood Johnson and The Company began facilities provided and new products launched. market share in Saudi Arabia cosmetics and
Edward Mead Johnson – set packaging the talc Reserves must be created to provide toiletries market recently against all baby and
up business in 1895 producing with the plasters, and for adverse times. adult brands.